Makkonen, Hannu; Olkkonen, Rami; Halinen, Aino - In: Journal of Business Research 65 (2012) 6, pp. 773-780
) by applying Lindblom's (1959, 1979) notions of muddling through and disjointed incrementalism to OBB. In doing so, the … rational exercise in muddling through, rather than a completely rational and well-planned goal-oriented process. OBB involves … empirical evidence of the validity of the notions of muddling through and disjointed incrementalism, and their relevance to the …